It’s important to note that breast cancer is a unique case. The cause of “breast cancer awareness” is really not a cause any more — you’d be hard-pressed to find a woman who wasn’t aware of breast cancer.

This definitely has implications for overuse of preventative care. We need to hold “awareness” charities accountable and be rigorous about publicizing the possible negatives of preventative care in terms of cost, anxiety, false positives, etc.

Cindy, you’re absolutely right. Susan G Komen has been in trouble recently because of their cutthroat branding and financial stewardship campaigns. They’ve also been accused of overselling and misrepresenting preventative measures.